For the launch of Game of Thrones season seven, Sky and M&C Saatchi created the first TV marathon actually run by fans of the award-winning show. A group of marathoners addicted to the TV series crossed Italy behind a moving screen, while watching the first six seasons of the most followed series in the world.
An epic adventure, beginning in Rome, continued despite heat and pain, across Italy’s countryside and villages. Through true passion and grit they conquered the course and crossed the finish line, Sforzesco Castle, for a spectacular last stage that involved hundreds of other Game of Thrones fans.
After the marathoners arrived at Sforzesco Castle, their bravery and determination was awarded in the best possible way for a Game of Thrones fan. There, thousands of Italian fans stayed up until the early hours of the morning to watch the premiere of Game of Thrones season seven, broadcast exclusively on Sky Atlantic simultaneously with the USA.
Luca Scotto di Carlo e Vincenzo Gasbarro, Executive Creative Director & Partner at M&C Saatchi Milan, said: “We were thrilled to be involved in the biggest TV series of all time and were excited when Sky allowed us to push the boundaries for this campaign and create something unique. There has never been a marathon like this: winter is finally here, and this is how far it brought the fans.”
This record-breaking weekend was met with huge ratings for the universally loved show, and a sell out for all the activities organised at the Sforzesco Castle to celebrate the upcoming new season.
Client: Sky Italia
Brand Director: Jane Villeneuve
Cinema & Entertainment Communication Manager: Cristina Cipriani
Advertising Specialist Cinema & Entertainment: Daniela Sirtori, Federica Elena Ratti di Desio Levi
Agency: M&C Saatchi Milan
Executive Creative Director & Partner: Vincenzo Gasbarro, Luca Scotto di Carlo
Creative Director: Daniele Dionisi, Paolo Perrone
Copywriter: Federica Scalona
Art Director: Lorenzo Guagni
Designer: Fabio Furnari, Luca Capretti
Account: Roberta Aiello, Martina Colombo
Head of Planning: Massimo Capucci
Social Media Manager: Serena Giovinazzo
Digital Producer: Chiara Lops
Producer: Federico Fornasari, Francesco Di Trani, Guja Quaranta
Director: Vincenzo Gasbarro
DP: Lukasz Pruchnik
Executive Producer: Annalisa Orsi
Producer: Federica Magnabosco
Head of Digital Sales: Marco Storti
Head of Social Media: Livia Falcioni
Uploaded with permission of M&C Saatchi.